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LinkedIn: The Logic of the Greater Good

I have accepted two factoids about life online:

First, the range of topics searched from my computer systems available to my research team is broad, diverse, and traverses the regular Web, the Dark Web, and what we call the “ghost Web.” As a result, recommendation systems like those in use by Facebook, Google, and Microsoft are laughable. One example is YouTube’s suggesting that one of my team would like an inappropriate beach fashion show here, a fire on a cruise ship here, humorous snooker shots here, or sounds heard after someone moved to America here illustrate the ineffectuality of Google’s smart recommendation software. These recommendations make clear that when smart software cannot identify a pattern or an intentional pattern disrupting click stream, data poisoning works like a champ. (OSINT fans take note. Data poisoning works and I am not the only person harboring this factoid.) Key factoid: Recommendation systems don’t work and the outputs can be poisoned… easily.

Second, profile centric systems like Facebook’s properties or the LinkedIn social network struggle to identify information that is relevant. Thus, we ignore the suggestions for who is hiring people with your profile and the requests to be friends. These are amusing. Here are some anonymized examples. A female in Singapore wanted to connect me with an escort when I was next in Singapore. I interpreted this as a solicitation somewhat ill suited to a 77 year old male who no longer flies to Washington, DC. Forget Singapore. What about a person who is a sales person at a cable company? Or what about a person who does land use planning in Ecuador? What about a person with 19 years experience as a Google “partner”? You get the idea. Pimps and resellers of services which could be discontinued without warning. Key factoid: Recommendations don’t match that I am retired, give lectures to law enforcement and intelligence professionals, and stay in my office in rural Kentucky, with my lovable computers, a not so lovable French bulldog, and my main squeeze for the last 53 years. (Sorry, Singapore intermediary for escorts. )

I read a write up in the indigestion inducing New York Times. I am never sure if the stories are accurate, motivated by social bias, written by a persistent fame seeker, or just made up by a modern day Jayson Blair. For info, click here. (You will have to pay to view this exciting story about fiction presented as “real” news.

The story catching my attention today (Saturday, September 24, 2022) has the title “LinkedIn Ran Social Experiments on 20 Million Users over Five Years?” Obviously the author is not familiar with the default security and privacy settings in Windows 10 and that outstanding Windows 11. Data collection both explicit and implicit is the tension in in the warp and woof of the operating systems’ fabric.

Since Microsoft owns LinkedIn, it did not take me long to conclude that LinkedIn like its precursor Plaxo had to be approached with caution, great caution. The write up reports that some Ivory Tower types figured out that LinkedIn ran and probably still runs tests to determine what can get more users, more clicks, and more advertising dollars for the Softies. An academic stalking horse is usually a good idea.

I did spot several comments in the write up which struck me as amusing. Let’s look at a three:

First, consider this statement:

LinkedIn, which is owned by Microsoft, did not directly answer a question about how the company had considered the potential long term consequences of its experiments on users’ employment and economic status.

No kidding. A big tech company being looked at for its allegedly monopolistic behaviors not directly answering a New York Times’ reporters questions. Earth shaking. But the killer gag for me is wanting to know if Microsoft LinkedIn “consider the potential long term consequences of its experiments.” Ho ho ho. Long term at a high tech outfit is measured in 12 week chunks. Sure, there may be a five year plan, but it probably still includes references to Microsoft’s network card business, the outlook for Windows Phone and Nokia, and getting the menus and icons in Office 365 to be the same across MSFT applications, and pitching the security of Microsoft Azure and Exchange as bulletproof. (Remember. There is a weapon called the Snipex Alligator, but it is not needed to blast holes through some of Microsoft’s vaunted security systems I have heard.)

Second, what about this passage from the write up:

Professor Aral of MIT said the deeper significance of the study was that it showed the importance of powerful social networking algorithms — not just in amplifying problems like misinformation but also as fundamental indications or economic conditions like employment and unemployment.

I think a few people understand that corrosive, disintermediating impact of social media information delivered quickly can have an effect. Examples range from flash mob riots to teens killing themselves because social media just does such a bang up job of helping adolescents deal with inputs from strangers and algorithms which highlight the thrill of blue screening oneself. The excitement of asking people who won’t help one find a job is probably less of a downer but failing to land an interview via LinkedIn might spark binge watching of “Friends.”

Third, I loved this passage:

“… If you want to get more jobs, you should be on LinkedIn more.

Yeah, that’s what I call psychological triggering: Be on LinkedIn more. Now. Log on. Just don’t bother to ask me to add you my network of people whom I don’t know because “Stephen E Arnold” on LinkedIn is managed by different members of my team.

Net net: Which is better? The New York Times or Microsoft LinkedIn. You have 10 minutes to craft an answer which you can post on LinkedIn among the self promotions, weird facts, and news about business opportunities like paying some outfit to put you on a company’s Board of Advisors.

Yeah, do it.

Stephen E Arnold, September 26, 2022

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